The Zombie Apocalypse of Keyword Call Tracking

McKay Allen07/08/2013

Last summer we wrote an article in Search Engine Journal entitled ‘Why Did Google Destroy Keyword Call Tracking?’

The article argued that because of Google’s new privacy policies–policies that limit keyword data from being passed to marketers when someone is logged into a Google account–the usefulness of keyword (session-based) call tracking is extremely limited.

If that was true 9 months ago when we wrote that article. It is even more true now.

If our article back then heralded the end of keyword call tracking (which it did), then this article is written in the post-end-of-times zombie apocalypse world of keyword call tracking.

Why?

Well, back then Google was only blocking an average of 40% of the keywords coming through. For most of our clients, the number is now well over 60%. For BtoB companies, like Convirza, the number is over 70%!!!!

That’s right, Google Analytics won’t show us 70% of the organic keywords that send traffic to our site!!!! So, do you think they’re going to let call tracking companies marry those keywords to calls?

Uhhh…no.

If Google killed keyword call tracking last summer, this year they danced on the grave.

Google’s increasingly stringent privacy policies combined with the public’s increasing reliance on Google apps, tools, and properties–not to mention half the world that owns a freaking Android and is logged in ALL THE TIME–basically mean that the days of Google passing keyword data to desperate marketers are over.

Here’s a quote from the SEJ article about the end of keyword ‘session-based’ call tracking.

Google’s new privacy policy and algorithms actually block keyword data from being shared if the searcher is logged into a Google account.

For example, if I’m logged into my Google account and search “call tracking,” that keyword will not appear in Google Analytics and it won’t be fed to any other applications (like call-tracking applications). The keyword is private. This has a catastrophic effect on any call-tracking solution that relies on keyword data for metrics (like session-based call tracking). It is the end of session-based keyword call tracking as we know it.

And, to reiterate, it has only gotten worse. Google is passing FAR less data than they did just 7 or 8 months ago.

What Does This Mean for Marketers?

It means if you use session-based keyword call tracking, you’re likely wasting at least some of your money.

Why?

Well, the only reason someone gets session-based keyword call tracking is to determine which organic keywords generate calls. If Google won’t give you 60% to 70% of that keyword data then you are, by definition, wasting 60% to 70% of your money.

You had better use other DNI methods for call tracking. Fortunately, companies like Convirza offer those other DNI methods. Again, to quote from the Search Engine Journal article:

Several call-tracking providers offer different methods for DNI:

URL-based DNI: assigning dynamic phone numbers based on URL. Each PPC ad, email campaign, banner ad, link, or piece of content can have a different URL. Thus, tracking calls via all those sources—and even keeping track of keyword associated with certain PPC ads—is simple.

Source-based DNI: Some call-tracking solutions can ferry data from the referring source site—Google, Bing, PPC ads, or a directory of some sort, etc.—and then dynamically generate a number based upon the unique source.

So, there are other ways to use call tracking to get keyword data and call data.

Our Plea

The only thing we BEG of you is this: don’t let another call tracking provider force you into getting session-based keyword call tracking. You know better. They can’t provide 60% of the keyword data you’re depending on. They just can’t. (Unless they can get Google to change their internal policies…which they can’t). So, don’t fall for it. There are other options.

Convirza has those other options. And, if you want to ignore this article and buy session-based keyword call tracking, that’s fine, we offer that too.